Social Psychology

Social Influence Macuto, Anjennica P.

Social Influence Compliance Conformity Obedience Also known as “Group Influence”. Efforts by one or more individuals to change attitudes, beliefs, perceptions, or behaviors of one or more others. Conformity Compliance Obedience

Conformity A type of social influence in which individuals change their attitudes or behavior to adhere to existing social norms. Changed induced by general rules concerning what behavior is appropriate or required in a given situation.

Social Norms Rules indicating how individuals are expected to behave in specific situations. Descriptive norms: norms that simply indicate what most people do in a given situation (signs, laws such as “keep off the grass,” “No swimming.”) Injunctive norms: norms specifying what ought to be done—what is approved or disapproved behavior in a given situation (“Don’t talk to strangers,” “Don’t go home late at night.”)

Research on Conformity Asch’s Research Solomon Asch (1955) studied conformity to see if people would conform to an obviously wrong opinion. Wrong answers given by Asch’s assistants on a line judgment task exposed participants to strong social pressure to conform (76% went along with the group’s false answers at least once).

Asch’s Conclusion Group unanimity is crucial, once broken, resisting group pressure becomes much easier. Though we may follow social norms overtly, we don’t actually change our private views.

Research on Conformity Muzafer Sherif’s Phenomenon (Autokinetic Phenomenon) The apparent movement of a single stationary source of light in a dark room. Often used to study the emergence of norms and social influence.

Factors Affecting Conformity Social Norm Situational Norm Cohesiveness Group Size Factors that bind group members together into a coherent social entity and the extent that we want to belong to it. The larger the group, the greater the number of people who behave in some specific way, the greater our tendency to conform. Descriptive Norms ~ What most people do in a given situation. Normative Norms ~ What is approved or disapproved behavior in given situation. Guides behavior in a certain situation or environment and can be activated in an automatic manner.

Social Roots of Conformity Why do people choose to go along? Principle of Ideomotor Action Sometimes people conform mindlessly and automatically, when the very perception of someone else's behavior makes them more likely to behave that way themselves. Informational Social Influence The desire to be right. People look upon the actions of others as information about what is best to do.

Normative Social Influence The desire to be liked. People conform out of concern for the social consequences of their actions.

Compliance Involves going along with explicit requests made by others (not in authority). Direct efforts to get others to change their behavior in specific ways.

Persuasive Psychological Manipulation Techniques Techniques used by compliance professionals (e.g. salespeople, recruiters, marketers, media, etc.). Can be used for manipulative purposes.

Six Principals for Gaining Compliance Weapons of Influence Reciprocation Commitment Social Proof Liking Authority Scarcity Reciprocation Scarcity Commitment Authority Friendship/ Liking

Reciprocation Tactics “The Give and Take…” Door-in-the-Face Technique Starts with a large request, and once refused, retreats to a smaller one (the one actually desired). Negotiators, sellers use this technique. That’s-not-all Technique Requesters offer additional benefits to target persons before these persons have decided to whether to comply with or reject specific requests. offering an extra incentive like a reduction in price, something additional for the same price, or creating the appearance of a ‘bargain.’

Commitment Tactics “Hobgoblins (Fears) of the Mind” Foot-in-the-Door Technique Gaining compliance by beginning with a small request and then, once granted, asking for something bigger (the one desired all along). Lowball Technique The original offer is changed to make it less attractive to target person once accepted (e.g. car salesmen).

Friendship/Liking Tactics “The Friendly Thief” Ingratiation Technique A technique for gaining compliance in which requesters first induce target persons to like them and then attempt to change the persons’ behavior in some desired manner. Flattery, nonverbal positive cues, doing favors, calling attention to small and slightly surprising similarities between them and ourselves (incidental similarity).

Scarcity Tactics “The Rule of Few” Playing-Hard-to-Get Technique Increases compliance by suggesting that a person or object is scarce and hard to obtain. effective in romance, and used by job candidates who let potential employer know they have other offers Deadline Technique Targets persons are told that they have only limited time to take advantage of some offer or obtain some item.

Other Persuasive Psychological Manipulation Techniques Foot-in-the-Mouth Technique Consists in preceding the request by a form of address. Asking how are they. It catches the person on a personal level. “Because” Technique People are more compliant when you give people a reason for why you want them to do something.

Fear-then-Relief Technique Consists of creating stress before providing a relief as a preparatory step for a later request. “But you are free of” Technique Consists in clarifying after a request that the targeted person should feel free not to comply to the said request. “Could you please throw the garbage? I mean, you’re free to refuse, if anyone forces you.” ~ The evocation of freedom provoked the compliance.

“A little is better than nothing” Technique Consists in helping the target to understand that even a tiny contribution or participation is better than nothing. Example: Hello sir! I forgot my wallet and I really need money to buy a bus ticket. Could you please help me? Even 10 pesos could help me. Attribution Technique Consists in giving a persona good image of his/herself, just by a simple sentence, which will lead this person to accept your request more easily.

Touch Technique Touching the person for a few second will submit to your request.

Obedience Involves giving in to the commands of an authority. Social Influence in which one person simply orders one or more others to do what they want.

Obedience Involves giving in to the commands of an authority. Social Influence in which one person simply orders one or more others to do what they want. Stanley Milgram’s famous experiment, “Destructive Obedience,” is to be remembered.

Milgram Experiment The Milgram experiment on obedience to authority figures was a series of notable social psychology experiments It measured the willingness of study participants to obey an authority figure who instructed them to perform acts that conflicted with their personal conscience. 

Factors that Affect Destructive Obedience Persons in authority assume responsibility Persons in authority often have visible signs of their status and power Commands are gradual in nature, and do not start out with orders to perform extreme actions Events move at fast pace, giving the persons involved little chance to consider their options Strong tendency to obey

Individuals must remind themselves that they, not the authorities, are responsible for any hard produced Individuals must have a clear indication that total submission to destructive commands is inappropriate Individuals may find it easier to resist influence from authority if they question the expertise and motives of these figures Simply knowing about the power of authority figures to command blind obedience may be helpful in itself How to resist D.O.

How to resist the effects of destructive obedience? One should be reminded of personal responsibility, exposure to disobedient models, question expertise/motives of authority figure